The need for a more personalized approach to the consumer and to focus on the customer’s experience to develop a relationship with potential buyers has brought to light a new concept: conversational marketing.
Do you know what that means? Don’t worry anymore because today we will tell you what it is, the reasons to invest in it, and much more. After this article, your view of advertising will change. Check out!
What Is Conversational Marketing?
Conversational marketing consists of a model of approaching potential consumers in a conversational format, in which interactions are exchanged while the customer travels through the sales funnel.
With the support of technology, a real-time, automated, and personalized conversation is developed to relate to the public and optimize their experience, generating conversions and engagement with the business at each stage of the purchase journey.
What Are The Main Features Of Conversational Marketing?
To better understand this experience marketing model, it is necessary to understand the characteristics that distinguish it from other forms of publicity and advertising so that it stands out for these differentials. Such as:
- scale: allows the service to become scalable, covering more customers as demand grows, without raising costs for this;
- personalization: in this strategy, customization is a strong feature that generates public interaction;
- agility: the proposal time is a key element for the conversation to take place, making dynamism fundamental to creating a natural dialogue;
- Technology: Conversational marketing isn’t just digital in terms of the channels it uses — automation and data analysis tools are widely used to put it to use.
What Are The Results Of Conversational Marketing?
The results of this strategy encompass a set of benefits that it offers the company. These are advantages both in internal processes and in business results. Find out what they are next!
Improves The Consumer Experience And Relationship With The Public
The main differentiator of conversational marketing is its positive impact on the customer experience, strengthening the relationship between brand and consumer. Technological solutions allow contacts to involve and generate value at the same time.
Personalization is the key to this, especially when solving problems or doubts. An action focused on the needs of the public and agile is responsive and efficient.
Increases Satisfaction And Customer Loyalty
The quality of service, satisfaction with a differentiated experience, and the relationship created from this strategy are issues that increase consumer loyalty. In this way, a base of regular customers develops, positively impacting brand image and profitability.
Generate Brand Authority And Increase Engagement
In addition to turning buyers into advocates and even spokespersons for the brand, two important characteristics of digital marketing: authority and engagement, are driven by the conversational strategy.
The first is favored by the ability to solve problems, with agility and efficiency, during the service, proving the business’s competence both for those who already buy from the company and those in the decision process. The second is an effect of the approach itself, which is based on real-time interactions with the public.
Optimizes The Sales Cycle And Reduces Costs
Conversational marketing allows you to optimize the sales cycle in several ways. By capturing information about who is being served, your demands are answered more quickly with the most appropriate solutions.
This immediacy and clarity, in return, avoid noise in communication or doubts that delay decision-making. With so much dynamism, the costs involved are reduced.
Increases Team Productivity And Efficiency
Automating tasks — with chatbots answering the simplest questions — and qualifying leads allows the team to focus only on what adds value while serving more people with the same resources.
Already having information about the client’s demand optimizes the services, both in time and in the effectiveness of the guidelines. As a result, teams become more productive and efficient.
How To Implement A Conversational Marketing Strategy?
Investing in a conversational marketing strategy is embracing innovations to optimize customer service. For this, it is important to adopt implementation practices that consider these two elements: people and technology. Understand better!
Know Your Target Audience
The first step to talking to people interested in your product or service is to know who this target audience is. Data plays a key role in this. Software that collects and analyzes this information from various sources — from the ERP to social networks — helps to profile the ideal customer.
Offer A Humanized And Personalized Service
Even with chatbots and other technologies replacing human operators in part of the interactions, each contact needs to be personalized. The customer service persona of conversational interfaces must have been designed to please the customer profile, with adequate language and the ability to develop a natural conversation.
Keep Track Of Satisfaction Indicators
To understand if the consumer has a positive view about using these strategies, it is necessary to monitor metrics related to his satisfaction — NPS, CSAT, retention rate, etc. Obtaining direct feedback or surveys also helps to measure the quality of care and identify possibilities for improvement.